AMSR: The Archive of Market and Social Research

The AMSR is a living, searchable digitised archive of high quality research data and commentary. Drawn from the output of respected market research and social research practitioners over many decades, it forms an inspiring source of insight for those seeking to explore the dynamics of change – in the past, the present and crucially, for the future. This site is an introduction to the AMSR; click here for a direct link to the archive site.

The AMSR relies upon our volunteers. Click the button above if you’d like to join us.

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Join our growing band of supporters and keep in touch with all the news from AMSR.

The AMSR is, as far as we are aware, the first collection of its kind in the world, and we are constantly adding material as we acquire it. However if you are unable to find the information you require, there are many other useful resources worth investigating:


You’ll find links to many commercial collections, national archives and academic catalogues.

We are constantly reviewing and adding new material to the archive. In March 2021, it contained more than 130,000 scanned pages as well as video and audio content – and we are constantly adding to this. We recommend that you read our page on ‘How to get the most out of the Archive’ – particularly if you are new to the AMSR.

In the unlikely event that you can’t find the information you’re looking for in our Archive, don’t forget that there are many other resources worth investigating. Take a look at our links page to find out more.

COVID-19 has caused multiple national lockdowns since early 2020. Click here to find about how the AMSR has responded and how you can help us to continue our work to expand and develop the archive.

Recent stories from the Archive

COP26 and the history of British attitudes to environment

(Article updated October 2021) A recent (October 2020) poll by YouGov found 67% of the British public want Britain to be a...

Upmarket consumers are more likely to switch suppliers

The latest advice seems to be that, at present, it is unlikely to be worth trying to switch gas and electricity suppliers...

The effects of 9/11

This month marks the 20th anniversary of the terrorist attacks on the World Trade Center and other US targets, on 11 September...

The hayfever phenomenon

Hayfever is far more prevalent than it used to be. Data held within AMSR shows that it afflicts three times as many...

Who can access the AMSR?

The archive is a resource for everyone, and anyone can access it by registering at the archive portal page. The archive contents will be of particular interest to:

• Educators and students, academic institutions

• Research practitioners

• Business and marketing consultants

• Industry associations

The long-term trend data contained in the TGI Trackback volumes, for example, place health, diet purchasing patterns in the late 20th Century in sharp relief. We have a long run of polling statistics and many other measures that will be of interest and value to anyone charting the recent past and planning for the future of our society.

Learn more:

Sir John Curtice, respected UK politial scientist, academic, broadcaster and psephologist, discusses the importance of the Archive.

Adam Phillips video still image

AMSR CEO Adam Phillips talks about the rationale behind the Archive at the MRS conference in March 2021.
See our Video Gallery for more clips.


What does the archive contain?

The AMSR comprises major studies detailing UK social history, originally conducted by some of the best-known names in research. It is both a history of market and social research and our history through market and social research.

The archive contains market and social research material embracing books, research journals, data abstracts and conference papers. The sources include sector-leading organisations such as MORI, TGI, NOP, Millward Brown and the Market Research Society, to name just a few. Data goes back as far as WWII. It is the perfect place to uncover original context against which to set think pieces and proposals for future work.

A sample of the archive’s highlights will always be featured at the top of the home page – click any image to link directly to a case study. But there is much more to the archive than these, and the place to start any search is by browsing through the archive’s home page and using the word search facility. We add new material regularly so please subscribe to our newsletter (link to newsletter sign-up) to discover our latest additions.

Learn more:

Latest AMSR news

Research Matters article: Phyllis Macfarlane explains the value of the AMSR

Phyllis Macfarlane, Chair of the AMSR's Content Committee, has written an article for the SRA's Research Matters magazine in which she takes...

John Bittlestone shares insights into the history of cinema research

Phyllis Macfarlane, Chair of the AMSR's Content Committee, recently had the opportunity to interview John Bittlestone about his life and experiences in...

AMSR plays leading role in AQR webinar ‘The Making of History’

On May 17th  2021 the AQR (Association for Qualitative Research) hosted a webinar for its members on the Making of History at...

Key AMSR supporters named ‘Research Heroes’ by MRS

MRS announces first 'Research Heroes', including AMSR names We're delighted to announce that Gill Wareing and Inger Christensen have been included in...

Who supports the AMSR?

The AMSR is funded by a growing body of committed supporters who pledge – generally for a three year period or more – a sum of money to enable the AMSR to continue the work of making the valuable contents of the archive available to those who wish to access them. Donors generally have an interest in promoting the work of the market research sector, and the AMSR’s donorship structure provides opportunities for anyone from a large organisation to an individual to play their part.

Learn more about becoming a donor and other ways of getting involved with AMSR:


Contribute material, volunteer and keep in touch


If you have any material you think would belong in the archive, there’s only one thing to do – get in touch! Find out more about contributing materials here:


We couldn’t do what we do without a small army of volunteers. We have a dedicated team already in place but we always need more. Find out more here:


The AMSR releases regular updates about the latest additions to the archive in our newsletter – it’s the best way to keep abreast of the growing resource we’re proud to curate. See past newsletters and register for the newsletter here:

The AMSR is a much needed resource for the research industry… it will be of inestimable value to all those who want to find out about research and the industry now and over the last 70 years.

Jane Frost CBE, CEO, Market Research Society